The Importance of Audience Targeting in SEM Strategy

Audience targeting is useful because it helps to provide marketers with a contextual perspective of consumers. In order for digital companies to maximize their bottom line they need to be cognizant of their customers’ comprehensive digital experiences with their brands. Gone are the days when customers could be analyzed as a singular keyword, click, or conversion. Today, they are viewed as audience members that have specific attributes, needs, and intentions. Digital marketers can upgrade their practices to reflect this change in perspective, which can be done by creating audiences using any of the above strategies. These fresh audiences can then be used for highly-targeted remarketing and RLSA campaigns. This practice helps to create a seamless brand experience across all digital touchpoints. Ultimately, these efforts will result in increased conversion rates, reduced acq...